As product builders, we tend to focus on our product experience, forgetting what happens before people get to our door, and after they leave. Why did they come? What are their intentions and the motives hiding behind ? What will they keep in mind and how does that impact retention?

Capturing intention is how we linked growth and user psychology at Deezer. To acquire, activate and keep users engaged, we tried to give them a personalized tone of experience, from the first contact until they leave the service, answering their core motivators and favoring memory over experience.

How? By considering our product as a restaurant and as a game. And it convinced us that you should pay intention, not attention.